P&G retains Nielsen to track consumer marketing info

SCHAUMBURG, Ill. The Nielsen Co. has extended its agreement with Procter & Gamble to provide U.S. consumer marketing information and insights.

Under the multi-year agreement, Nielsen will provide P&G with marketing information and technology services, including retail tracking, insights on consumer purchase behavior, marketing analytics, and Nielsen Answers, Nielsen’s technology-based business intelligence solution. The goal: to help P&G better understand and develop new ways to market to its consumers.

Nielsen provides marketing information services to P&G in more than 65 countries in Europe, Asia, Latin America, Middle East and Africa.

“At P&G we touch the lives of billions of people everyday so it is critical to understand what is driving consumer behavior,” stated Garry Terrell, section manager of U.S. Market Measurements for P&G. “We believe the continued collaboration with The Nielsen Company and the delivery of Nielsen’s Answers technology platform will enable us to access the data and research we need to drive business-building insights and innovation that both excites and delights our U.S. customers.”